Messaging

While much of the focus on marketing to iPhone users centers around advertising, they are also heavily engaged with SMS campaigns. Using device targeting, marketers can reach iPhone users via SMS with campaigns designed to meet their needs.

Since the first SMS message was sent 20 years ago, texting has become nearly ubiquitous and is embraced by brands of all shapes and sizes. However, the next two decades may not be as rosy as texting is challenged by sexier smartphone-enabled marketing and the rise of free messaging apps.

AccuWeather's push notification program sends up to 5 million severe weather alerts every month. Based on the success of these efforts, the publisher is expanding the program to deliver media-rich content.

SMS is often dismissed by marketers because it lacks the glitz and glamour that augmented reality or QR codes exude. However, it is still arguably the best medium companies can use to move their business forward.

SMS is arguably the best medium marketers can use to reach a vast audience. However, companies need to define a clear call-to-action and offer relevant content in order to drive user engagement and opt-ins.

SMS is continually being used as a vessel to drive engagement and help marketers build up their databases. However, only a handful of companies such as Arby’s, Hooters and Starbucks are really using the medium in an effective way.